Topical map
A topical map is the structured plan of all topics and subtopics a site must cover to establish thematic authority in a given domain. It serves as an editorial roadmap and guides internal linking decisions across the entire content strategy.
In practice
Building a topical map starts with listing the questions the target audience asks at each stage of their journey (discovery, evaluation, purchase, retention), then grouping them into clusters. An accounting site for self-employed workers structured 7 clusters (invoicing, VAT, expenses, retirement, tax filings, software, legal status) of 8 articles each — within six months, thematic authority measured by Semrush tripled.